How (not) to use the news agenda: two simple rules
In these turbulent times when news is captured by one topic, it is very hard to break through the noise with BAU pitches. Founders and PRs try their best to be creative and hijack the news, or — to use today’s agenda to promote their startups.
Some are truly making an effort to help those in trouble, but some really get things wrong — and get in a publicity trouble themselves. Some are getting ignored, others make it to the “list of shame” — by being mentioned on Twitter with the #PRFAIL hashtag.
PR can give a hand to startups seeking brand recognition and a good reputation during these times. And this could be easier than you think.
How (not) to hijack news? Learn two simple rules.
Rule #1: Doing Good vs Pretending to do good
Linking your story to a bigger issue, like COVID-19, is a good move. But a tricky one. Don’t overuse it.
A good example would be if you have pivoted your startup to address new challenges and help navigate new reality. During COVID-19 small businesses started to create products and provide services tailored to the needs of the pandemic times. For instance, a gin company started creating sanitiser.
The bad example is pretending to help but keep doing the same stuff, probably with a discount.
Think about reporters who have real deadlines to cover something important and need some “meat” for a story to make it useful and interesting to read — help them!
Rule#2: Showing Respect vs Pretending to do so
During the global crisis, many reporters shift focus from their usual beats to the burning issues. This also works for tech reporters, as mostly every global crisis nowadays involves tech. As a founder or a PR specialist, keep this in mind and put on hold your PR activities if they do not really fit the agenda. Otherwise, you’ll find yourself in an awkward position.
If your company can help people, just do so. Doesn’t matter if you are in real estate, DeFi, agriculture or VTOL industry - use your common sense and put yourself in the shoes of those really in trouble.
Use your social media to inform about your initiatives — provide support and share your resources, announce employment support or donations. There are so many things you can do. For instance, one of VCs charted planes to help IT companies and their families escape from the conflict zones. And many top tier media outlets, like FT and Bloomberg, covered this story.
If you start a real social good initiative, a reporter will likely write a story about your efforts and your startup. And if you need crafting a pitch announcing it, reach out to PR Guy - we are here to help!
It's our job to share the knowledge. Whether you're early-stage, pre-seed, or already funded contact us to receive step-by-step advice for startups looking to get good press coverage during those tourboulent times without an agency.